How does Gen Z define luxury?

This story is part of Glossy’s week-long look at the state of luxury, exploring what consumers and brands are deeming worthy of investment in 2024. To see all the stories in the series, click here.

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Gen Z is currently 14-27 years old, representing a wide range of spending power based on age. After all, someone five years into their career can typically afford much more than an early teen. But as the demo grows up, they are deciding what luxury will mean to them — and that definition is shifting in real-time. At this point, it seems Gen Zers idea of luxury is shifting away from dupe culture, they are embracing the secondhand market and relishing the thrill of securing items that are hard to come by.

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